The business objective was to develop the specialist image of the famous French newspaper Libération on political issues, and to establish its legitimacy and credibility on this matter.
During the last presidential elections in the USA and in France, fake news were spreading on the Internet, a primary research source, spoiling opinions on the candidates. With the insight that there is not a more reliable news that the one that comes from the neutrality of a journalist, we wanted to put back the journalist voice at the heart of the news.
The strategy was to challenge the flow of information – abundant and speed – we get online on search engines, leading to fake news. We wanted to provide citizens interested in the election and concerned on a certain topic, the most reliable information as possible, even if they had to wait a bit for it, so they could make their decisions in good conscience.
To give users the best information possible, we created a new search engine, in opposition to the existing ones: the algorithms would be replaced by real humans – journalists – who would take their time to research and investigate what they were asked to deliver true answers. This new search engine would therefore be the slowest, but the most reliable of its kind.
JWT Paris (creative agency)